As Spidey's Uncle Ben would say, "With great [analytics] power, comes great responsibility."
While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.
Popular trends reflect strategies helping marketers manage data and craft successful campaigns.
Marketing success needs to be defined, specified, agreed upon, and then made highly visible.
Yes, we have better and faster analytic models and we can now do a more effective job estimating ROI. Unfortunately, we're not seeing this in the marketplace.
What are the most compelling ways to measure marketing success?
Some people run into issues with trying to build the perfect solution when often an 80% solution will do, says MailChimp's chief data scientist.
Even the most data-centric marketers find it challenging to analyze a key mobile touchpoint: email.
What kind of data do marketers need to enable them to get closer to their customers to drive revenue and profitability for their companies?
In the search for insight, how relevant is the "size" of the data?
Big Data gives you answers to what variables have potential, but testing gives you the truth.
The CEO at Hanover Manufacturing is pushing for nepotism and the CMO is in a quandary. What would you do? See what our readers had to say.
The future looks bright for marketers' budgets.
The boutique hotel chain uses analytics to quickly cull and act on customer feedback, and target guests with super-relevant offers.
John Foreman is one data scientist who takes a practical approach to marketing applications of data analytics. Sometimes, he contends, the easier approach is the better one.
The availability of background and behavioral data is so wide that a growing number of companies are avidly segmenting.
Customer listening should always be followed by analysis and action.
Effective customer acquisition marketing campaigns come down to a simple mantra: Don't put all your eggs in one basket.
Consumers' hunger for shopping grows from Thanksgiving to Cyber Monday, but their mobile appetite dwindles.
SAS CEO James Goodnight, Ph.D., breaks down high-performance analytics: how it works and the circumstances in which businesses should consider implementing it.
The two companies unveil a strategic partnership to create a unified product roadmap that combines the SAP HANA platform and SAS analytics.
Predictive analytics and improved mobile and video capabilities are among improvements.
Wilen New York releases a new real-time analytics tool at DMA2013 in Chicago that the direct marketing agency claims is like "a constant ear to the ground."
High atop the list of completely unnecessary marketing terms is the recently coined Big Data marketing.
The million dollar question: How does a marketer measure how much an ad on one channel influences purchases through another channel?
Adobe's Director of Product Marketing Advertising Solutions breaks down the role of analytics in the ad space.
When it comes to segmentation and marketers the news is bad and worse, according to Sri Sridharan, Forrester's chief expert on the subject.
Consumers' paths to purchase have become more circuitous, so direct response marketers must find ways to stay in step along that winding road.
For most of the year the US Open may as well be a small business. But for two weeks at the end of summer, its digital properties explode with activity.
#Hashtagging is here to stay, and marketers should take advantage of the data it creates.
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It doesn't matter how much data you have if you don't integrate your data sets, says market researcher Matthias Hartmann.
Radio version 2014 delivers an exciting palette of marketing tools to make the medium of sound more effective for direct response advertisers.
How marketers can navigate the new customer engagement era.